The COE (Spanish Olympic Committee) asked us to create a campaign that would give out the message “No to racism” in sports. The limitation we had was their very tight budget.

The idea we came up with was a chewing gum called Black & White. Why gum? Because it’s something often used by sports people. The gum is real and there is a black version and a white one, which can be mix in the mouth. This gum can actually change racial perceptions.

Famous sportsmen said the ingredients of the gum was against racism.With the newspaper (20 MINUTES, ADN, and METRO) came a CD of video clip and a chewing gum.

More than 100,000 people said NO TO RACISM without saying a word.